De Beers, a very large diamond mining company have noticed the increase in the death toll on the roads of South Africa. They have decided to run a campaign to create awareness around the danger of reckless driving and alcohol abuse. They have targeted their own employees and reminded them of the importance of life. De Beers chose the phrase “CHOOSE LIFE” to drive this initiative. The campaign revolves around a family called the “Morwa Family”. The dad works for the De Beers Group and he has a family and he chooses to be responsible when driving, He CHOOSE LIFE.